The Team Kendal Cinnamon Christiana Grafton
BACKGROUND: If asked to name the first carpet cleaner that comes to mind,
most people will respond with Stanley Steemer. It is one of the most recognizable cleaning services with its rich heritage, catchy jingle, and colorful vans. As the trust between this brand and its target has grown, Stanley Steemer has an opportunity to evolve its advertising messages and leverage new media.
OPPORTUNITY
TARGET
STRATEGY
Stanley Steemer is a brand that is well known, yet stagnant in the image that it was built upon. It has the opportunity to reach the target in a fresh and lively new way because of the strength and trust in the relationship it has built with consumers. This brand will benefit greatly through a reinvigorated advertising strategy and campaign that relates strongly to its target. “Balancing Beth� Working women with families Ages 30-50 Upper-Middle Class Dedicated to work and family but time-starved Capitalize on social expectations and relationship dynamics Interpreting and developing relationships is crucial within every facet of life. The specific social implications that result from an unclean house change relationship dynamics, and as a result, the desire to avoid judgment and social discomfort is the driving strategy behind this Stanley Steemer campaign.
Inherent Human Truth: There exists a naturally and stereotypically tense relationship between a
mother-in-law and a daughter-in-law. This relationship is born from a combination of insecurities and the desire for approval on both parts, based upon stereotypical gender roles such as mother, wife, homemaker, child-rearer.
CREATIVE Meet Martha, the Mother-In-Law
CONCEPT: “The Mother In Law” Create a Brand Spokesperson: Martha, our Mother-In-Law, is the type of woman who thinks she is always right and has no problem voicing her opinions. As a part of the Baby Boomer “homemaker” generation, she believes she is an expert on all things house, husband, and children. Why this works for Stanley Steemer: The home can be seen as a reflection of a person, and the average “Balancing Betty” may not necessarily have time to keep the carpets and hardwoods perfectly clean at all times. The antagonism and fear of being judged by her mother-in-law based upon the appearance of her home is a driving force to seek out Stanley Steemer’s services. Why this hits home for target: Every woman knows the stereotypical mother-inlaw relationship dynamic, regardless of if she has personally experienced it. Our “Martha” character is someone whom the target audience will love to hate. Playing upon the potential problems and stresses caused by her, the use of Stanley Steemer services will be seen as a trustworthy and unifying bridge between a mother-in-law and her daughter-in-law.
CATALYST
TELEVISION AD: To begin the campaign, we will have a television commercial that features a montage of worst-case scenario mother-in-law situations. The tone will be cheeky and relatable, and the spot will set up “Martha” as a recurring character. The main theme will be that “Stanley Steemer is the one thing you and your mother-in-law will agree on. The commercial will air on HGTV, the Food Network, Bravo, TLC, etc. to reach the target audience at relevant touchpoints.
CREATIVE
EXECUTIONS
PRINT AD #1 PRINT AD #2
CREATIVE SOCIAL MEDIA
EXECUTIONS TWITTER Content: Improve brand perception and be a part of the social conversation by tweeting created content related to mother-in-laws. TWITTER #MILshowdown: Engage target by tweeting about stereotypical mother-in-law situations that cause stress or drama. Keep it light-hearted and relatable. Own the hashtag “MILshowdown” (stands for mother-in-law showdown).
CREATIVE DIRECT MAIL
EXECUTIONS Mother-In-Law Day Coupon: With October 26th as National Mother-In-Law Day, Stanley Steemer can help celebrate “Martha’s” namesake: the mother-in-law. Includes a removable, two-sided coupon to for the receiver to share with someone else or use herself. Strengthens campaign strategy, improves brand perception, and will increase service usage. Direct Mail Piece with Coupon Code
Agree to disagree on everything else besides a cleaner home with Stanley Steemer Sally Smith 1200 First St. Elon, NC 27244 Share this card with your
Happy Mother-in-Law Day favorite mother-in-law, a
50% Any Service at Stanley Steemer Offer valid through 12/31/14
Front of card
fellow daughter-in-law in need, or keep it for yourself. Using Stanley Steemer is one thing you’ll never regret. Unlike that time you asked your mother-in-law for cleaning advice. Back of card
Happy Mother-in-Law Day Turn over for coupon code
What is a Mother-in-Law?
50% Any Service at Stanley Steemer Offer valid through 12/31/14
Constructive Criticizer Head Chef and Kitchen Authority #1 Woman in Your Husband’s Life